THE FRENCH WINE MARKET LANDSCAPE REPORT SEPTEMBER 2017

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1 THE FRENCH WINE MARKET LANDSCAPE REPORT SEPTEMBER 2017 Landscape Wine Intelligence

2 Report overview 5 report credits Click here to purchase Report price: GBP 2,500 USD 3,250 AUD 4,500 EUR 3,00 The report includes: A 85-page PowerPoint report with the latest information regarding the French wine market, supported by: Wine Intelligence Vinitrac Wine Intelligence market experience Secondary sources User-friendly data table with all the measures from Vinitrac showing significances, cross tabbed with: All French wine drinkers in 2017 Gender groups Age groups Region Tracking data 2017 vs 2014 Internet focus tracking 2017 v 2015 *All prices exclusive of VAT, GST, or relevant local sale taxes at the current rate 2

3 Sample output Data table: User-friendly data table with all the measures from Vinitrac showing significances, and cross tabbed with gender, age and annual income groups Report: A 85-page PowerPoint report with the latest information regarding the French wine market 3

4 Contents Introduction p. 4 Management summary p. 6 French wine market overview: trends from p. 15 Consumption of still light wine per capita Imported vs. domestic wine market share Still light wine consumption by country and PDO (volume and value) Sparkling wine consumption by country and PDO (volume and value) Wine consumers in : overview p. 24 Overview of the French wine market Demographics of wine drinkers in Wine consumption frequency Beverage repertoire p. 28 Alcoholic beverage repertoire Region of origin awareness and purchase Brand power Brand awareness Brand purchase Brand conversion Brand affinity Brand recommendation Wine buying behaviour p. 39 Choice cues Channel use Retailer use Focus on internet use Wine consumption in the off- and on-trade p. 46 Off-trade consumption frequency by occasion Off-trade spend by occasion On-trade consumption frequency by occasion On-trade spend by occasion Wine involvement and attitudes p. 57 Wine attitude Wine involvement Perceived expertise and purchase involvement Attitudes to closures Wine consumer profiling by age groups p. 63 Focus: internet and social media as a resource for information about wine p. 70 Methodology p. 83 Hong Kong Landscapes 4

5 Introduction The French wine market is often viewed through one of two lenses: first, as one of the main wine-producing countries in the world and second, as a country home to steadily declining wine consumption. Wine consumption is, in effect, declining on average by 2% annually: French people are drinking less and less. But in the wake of this, it s neccessary to point out that this is a decline from a heady peak. In 2016, 38 million wine drinkers in consumed the equivalent of just over 3.1bn bottles an average of 61 litres per head. Many markets wouldn t dare to dream dream of such numbers. As wine assumes a strategic importance for, we can easily find large amounts of detailed information regarding production, exportation and structural trends of domestic consumption. Sales of wine in large retailers are also well-known, through the panel IRI. On the other hand, it should be noted that there is a significant lack of information when it comes to trying to understand more precisely the way in which consumers view and behave in the category. For example, what values does wine convey in the eyes of the French? What wines do they know? What are the main wine-drinking occasions? How much do consumers spend on these occasions? How do they choose a wine? Where do they buy it? What potential development is there for the internet for selling wine and talking about it? These are the questions we address in this report. Of course, the French wine market isn t static. It is changing, driven by consumers who aren t afraid of change. Take, for example, bag-in-box or rosé wine, both of which have seen major progression over the past years. More broadly speaking, wine drinkers in are looking for variety more and more. In 2014, 47% of them said they like to try new wines on a regular basis. In 2017, 55% state this. Conversely, the number of wine drinkers who say they are more likely to stick to wines they know and like has decreased from 40% to 31%. This search for more variety can be seen through the increase in awareness of specific appellations or by the resurgence of interest shown in wine merchants. Other trends have become apparent wine drinking occasions and attitudes torwards screwcaps, for example. Some are clear, some will remain to be seen. I leave it to you to discover them through reading this report. 5

6 Research methodology Vinitrac methodology How does Vinitrac work? The data for this survey was collected in March 2014, May 2017 and July 2017 as part of our Vinitrac omnibus survey: March 2014 : 985 respondents May 2017 : respondents July 2017 : 1505 respondents Respondents must reside in (not including Overseas Departments and Territories), be at least 18 years old and drink red, white or rosé wine The sample was created according to quota methods (gender, age, household income and region) Quota sources: our calibration (Ipsos for Wine Intelligence, surveys representative of the French adult population) Invalid respondents (those who sped through the survey or gave inconsistent answers to selected questions) were removed before analysis Sources: Wine Intelligence, Vinitrac March 14 (n=985 all wine drinkers in ) May '17 (n=1 010 all wine drinkers in ) July '17 (n=1 505 all wine drinkers in ) 6

7 Vinitrac methodology How does Vinitrac work? 1) Defining the right samples: Wine Intelligence, with the support of global research companies (e.g. TNS, YouGov), regularly runs calibration studies in each market in order to define demographic specifications of the wine consumers and the size of the market (i.e. penetration of wine consumption) 2) Running the online survey: Invitations to participate in an online survey programmed by Wine Intelligence are then distributed to residents in each market Respondents are directed to a URL address, which provides access to the online survey Based on given criteria (e.g. age, beverage, frequency of wine consumption) respondents will either proceed or screen out of the survey Wine Intelligence monitors completed responses to build samples representative of the target markets wine drinking population based on the most recent calibration study 3) Cleaning the data: When a representative sample is logged, the survey is closed Wine Intelligence will then clean out all invalid data points (e.g. those who sped through the survey or gave inconsistent answers to selected questions) and weight the data in order to ensure representability 7

8 REPORT PRICE: AUD 4,500 GBP 2,500 USD 3,250 EUR 3,000 5 Report Credits Format: 85-page PowerPoint (PDF) Purchase online: Contact us directly: reports-shop@wineintelligence.com If you have any questions, please contact your local Wine Intelligence office: AVIGNON OFFICE Jean-Philippe Perrouty, Director, Wine Intelligence T +33 (0) jean-philippe@wineintelligence.com CAPE TOWN Dimitri Coutras, South Africa Country Manager T dcoutras@iafrica.com DELAWARE Erica Donoho, USA Country Manager T erica@wineintelligence.com FRANKFURT Wilhelm Lerner, Associate Director/Germany Country Manager T +49 (0) wilhelm@wineintelligence.com LONDON OFFICE Eleanor Hickey, Business Manager T eleanor@wineintelligence.com SAO PAULO Rodrigo Lanari, Brazil Country Manager T +55 (0) rodrigo@wineintelligence.com SYDNEY OFFICE Liz Lee, Australia Country Manager T +61 (0) liz@wineintelligence.com TRIESTE Pierpaolo Penco, Italy Country Manager T pierpaolo@wineintelligence.com VALLADOLID OFFICEC Juan Park, Director, South America and Iberia T juan@wineintelligence.com Sparkling wine in the Japanese Market 2017